Following its recent menu re-vamp, Burger King is launching a new advertising campaign featuring some big-name celebrities who attract a wide variety of audiences. Jay Leno, David Beckham, Mary J. Blige, Salma Hayek, Sofia Vergara and Steven Tyler are going to be enticing customers to try BK’s new salads, chicken snack wraps, smoothies, frappes and even a breakfast burrito.
"We chose celebrities to get people's attention faster and to show the diversity that we have with our brand." senior VP-North America Marketing Alex Macedo told Ad Age.
Burger King had been known for fine-targeting “Super Fans”—a group of young male customers who would frequent BK regularly. When that strategy failed during the recession, Burger King shifted strategies to join the other burger chains and focus on a broader target, with a wider range of food offerings.
But just one day after launching its new campaign, Burger King pulled its ad featuring Mary J. Blige due to a "licensing issue with the music." The singer sings to her song, “Don’t Mind” with the lyrics changed to sing about, “Crispy chicken, fresh lettuce, three cheeses, ranch dressing wrapped up in a tasty, flour tortilla.” The ad was posted to YouTube, but never ran on broadcast television.
More Burger King videos available on their YouTube channel